You've probably heard that people buy products and services from
people they know, like and trust. And, as I have done, you've
probably wondered how you can foster more of this
"Know-Like-Trust" factor in your business relationships. Pictures
are tied to our emotions in powerful ways, so strategically using
your logo and brand identity materials (business cards,
letterhead, brochures, website, etc.) to enforce this connection
is a great idea.

A brand identity kit contains many of the attributes that
contribute to the "Know-Like-Trust" factor, in the following
ways:

Know ­ A creatively designed set of materials will make you stand
out in your field. Symbolically designed materials, where the
graphics are designed to communicate and tell your story, can
lead to the prospect feeling that they understand who you are and
what you do, helping them to form a connection with you and your
business. This contributes to your memorability and breeds a
feeling of familiarity.

Through the consistent, repetitive use of a logo and the
supporting visual elements in your marketing materials, people
will feel as though they "know" you and your business, even if
you have never met face-to-face.

Like ­ If you look at a business's materials, and you like their
look and feel, you would probably find it easier to like both the
business owner and to like doing business with them, as well. A
logo with an icon attached to your company name can also make
your company seem more approachable, friendly and fun. It can
even endear your company name to your potential clients. Cartoon
logos are highly effective in this capacity, though not
appropriate for all professions.

You can also foster a feeling of compatibility through clear
information in your designed materials ­ both in the type of
information that you provide and the way that it's laid out and
presented. People like to read text that is straightforward and
well written.

Trust ­ A high-quality, professionally printed brand identity 
kit can make you look capable, established, and enduring.
Professional materials also impart an air of integrity to your
business. If your materials look polished and put together, they
lead people to believe that working with you will be similarly
pleasant.

All of these factors compound to give you ­ and your business ­
greater credibility, which leads people to trust you with more
and bigger projects, sales, or orders. 

Erin Ferree is a logo, print, and web designer who has been
making it easy for small businesses to stand out and to be
visible, credible, and memorable for the past nine years.
Logo design at:  http://www.elf-design.com